| HBS Case Collection
(Revised from original 2011 version)
Lady Gaga (B)
In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate approach that relies on word-of-mouth the right way to proceed? Designed to help students understand the decisions that helped propel Lady Gaga into one of the entertainment world's biggest names. Written from the perspective of her manager, the case provides rich insights into the artist's touring, recorded-music, and social-media activities, as well as supporting economic data.
Keywords: Music Entertainment;
Talent and Talent Management;
Elberse, Anita, and Michael Quinn Christensen. "Lady Gaga (B)." Harvard Business School Supplement 512-017, October 2011. (Revised from original August 2011 version.)